PPC: What is it? Why do I need it?


Ever click on a link from a list of results from a search you’ve made – either on your desktop’s browser or through the browser on your phone – and wonder how it got to that position in the first place? Why was that link listed on the first page? How did it end up in the top spot out of everything?

The same sort of questions could be asked about ads on search engines.

In the realms of both B2B and B2C marketing – it’s nearly impossible to operate without hearing PPC being used. PPC, or pay-per-click, basically boils down to paying for visits to your site rather than “earning” those visits organically.

So every time a company’s PPC ad or link is clicked on, it will send the visitor to whichever landing page it is linked to, which connects to that company who will then pay the search engine a small fee.

But the goal of any business is to reduce as much cost as possible while maximizing profits, right? So, why would you want to spend extra money when budgets are always looking to be cut?

Simplistically speaking, PPC has the potential for a great return on investment, but it comes with time. Let’s say you spend $3 for one click on an ad. It seems a bit pricey paying for something so minuscule. What happens when that click yields a $300 sale? You’re looking at a 9,900 percent return on your investment, which is giving you a very solid investment especially when you garner more sales and leads.

Creating a winning formula takes time and dedicated effort when it comes to PPC. This includes researching and selecting the right keywords, organizing those keywords into well-organized campaigns and ad groups, and setting up PPC landing pages optimized for conversions. As an added benefit, search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks.

However, utilizing PPC doesn’t mean you need to abandon other marketing strategies. Quite the contrary, actually. A PPC strategy should be another tool in your arsenal. For instance, you can leverage your PPC data to help with your SEO or site retargeting, where you will notice some overlap and missed areas between the two when it comes to keywords or target groups. Knowing that, you can adjust and possibly fill those voids.

So what’s going on in the world of PPC as of right now?

First, more people searched from their mobile device (phone and tablet) than from desktop computers, according to Merkel. This means you’ll need to optimize your campaign for mobile searchers.

In 2015, PPC marketers were given the ability to “customer match,” which allows marketers to target their customers in AdWords using their emails. This, coupled with remarketing, makes sure marketers could reach their customers wherever they are online.

These two big hitters, coupled with the newly unveiled feature by Pinterest that allows brands to upload and schedule promoted pins in bulk and Google’s ad extension being contingent upon ad position are just some of the ways PPC marketers can increase conversion and maximize their PPC campaigns.

MultiView Team Expert Stephen Peters

Stephen Peters

Senior Email Marketing Strategist

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